[DOCUMENT TITLE]

Student IDs ------------

Module Name Starting a business and

fundamentals of Marketing

Module Code BMM 3013

Module Leader ----------

Programme BA(Hons) Business and

Management with Foundation
year in Business

Academic Year
2019 / 2020
Executive Summary
This business strategy is made for our company called, Dial4Meal, which in the numerous
cities of the United Kingdom offers a selection of homemade dishes with the highest quality
and delicious taste. The food provided by this company is highly new and hygienic. Several
companies on the market bring and distribute food from restaurants. Yet what about dining at
home instead of eating at restaurants? Many people care very much about their health, so they
generally do not want to eat from hotels. Yet what do you do when you are in your office and
you need to feed your appetite?

Consumers in the UK are well aware of health, and the food sector has a growing demand
and development aspirations because of the scientific progress made. The target audiences
are primarily people aged over 15 who are health conscious and suffer from different diseases
such as anxiety, depression, Parkinson's disease, and skin illness. We would have our first
shop in Hackney Street, London, UK.

We are providing people with a superior quality of homemade food, attractive packaging, and
easy accessibility. It is increasingly difficult to discern one fast-food outlet from another in
today's highly competitive climate. Our main priority is to establish our setup for now in
London. Then, we will shift our services to other cities as well such as Manchester,
Birmingham, and Surrey. The funding will allow Dial4Meal to successfully open, and grow
through the second year in addition to shareholder capital contributions. The initial capital
investment will allow Dial4Meal to give its clients a value-driven, entertaining experience
through their founders 'creativity.
Overview of the Company
Ordering and distributing food online is not a new business concept; however, technology has
grown with the leading edge. We have seen start-ups that have focused their business models
on food supply, supplies of meals, booking restaurants, supplies of midnight food, and much
more. The latest was the online grocery and food supply service. Ordering food from your
favorite restaurants can also become an issue during the workweek. The ordering and
distribution company in the online bureau fills the gap between busy professionals and
delicious food from nearby restaurants.

Many companies that are in the market get your food from restaurants and deliver it to you.
However, what if you prefer home food to the food from restaurants. Many people care for
their hygiene very much and they do not generally like to eat food from hotels. However,
when they are in their offices and they need to fulfill their appetite, then, what should they
do?

Well, we have the solution to their problem. Our venture that we have named Dial4Meal
offers to solve this problem. At Dial4meal, we will provide healthy and hygienic homemade
food to their respective clients. The clients just need to pick up their mobile phones, open our
app or our website over their web browsers, and book their meals. Then, our coordinators will
pass their orders over to the home-based chefs and they will cook and pack their meals and
the delivery boys will pass their required meals at their desired places.
VISION STATEMENT

“To deliver the public innovative forms of hygienic home-cooked meals to make them feel a
delightful and healthy experience.”

MISSION STATEMENT

“We are committed to improving human and environmental health by providing tasty, safe,
and balanced food to people and working on a national organic food network. Awareness of
the major health benefits of home-made organic and natural food.”
ORGANIZATIONAL OBJECTIVES
 Build a special, creative, enjoyable menu to separate us from the other competition.

 Monitor costs in all fields at all times and follow a pragmatic growth policy strategy.
Although we have more than ample funds to set up in more than one place, we want
to be on the safe side of the business.

 Offer the highest quality items and please consumers with all our types of goods, from
food to merchandising in the shop.

 Offer our customers 100% satisfaction and maintain a high quality of service among
other competitors.

 Foster the two very important principles in the food business: product and reputation
since the two key drivers of marketing communication are these two ingredients.

 One of the main aims of Dial4Meal is financial development. For the first three years,
the financial plan was drawn up. In the initial 10-12 months, the company is expected
to accomplish the violation. While the cost of advertisement and advertising in the
initial months was higher, the new approach could later be lowered and consumer
perception and demand lowered. The market for our goods will slowly increase as
long as people are aware of the health benefits and diseases that regulate the effects of
fermented pickles.

 Digital revolution and the Internet have streamlined any company and consumer
access to goods has become very simple at a single click. The contact and delivery
barriers to distributors will be much simpler and creative. Dial4Meal will take
advantage of the technology to completely fulfill the customer's demand and raise
awareness of the brand amongst individuals to offer the best possible product and
service quality through a digital network.
OUR PRODUCT
Dial4Meal will be providing a variety of home-cooked meals through our website and a
mobile App. Our users can contact us and place an order through the website and mobile
App. There is a weekly-prescribed menu available along with the dishes. Our users can view
what dish is available on a specific day. The user can click on the dish of the specific day and
select quantity. There is a form available in which the user can put his/her delivery address
and the time for the delivery is shown to the user.

PRICING
After analysis and market assessment of the associated price of competitors, a pricing
strategy was developed. A special discount on the amount will be offered to the wholesaler.
Retailers to expand their market could also use this demanding product.

PROMOTION
The key element in new company marketing is brand or product promotion. Our goods such
as social media, email marketing will use the newest techniques and means. Android app is
also used to order the meal of your choice for customers.

PACKAGING
The new paradigm for packaging, in which most products from recycled material are created,
is being introduced. All our foods will be given in a packing pack of various shapes and
beautiful high-quality labels, including a spoon, fork, clean tissue paper. Such boxes will be
environmentally friendly and recyclable.
PEST ANALYSIS
There are also external influences, which could have a critical effect on our sales and
marketing business. Within this business plan, we have listed four key factors. Political,
cultural, economic, and technical factors are involved.
The supply of fresh vegetables and other ingredients may be influenced by several political
factors. The political situation changed after Brexit from the EU and the government made
changes in the tax policies. On the other hand, the government intends to facilitate foreign
direct investment as our industry is focused on homemade meals, and as of now has only a 5
percent market share, but with FDI's, the participation of serious entrepreneurs could increase
significantly.
The biggest expense will be the fuel consumption for our business 'transport and distribution
process. Factors like inflation, GST interest rates, and other ingredients can affect vegetable
prices, as well. Customers 'purchasing power would also be impacted by inflation. We will
subsequently adjust our price policies in line with changes in economic policies.
Citizens are very busy with their lives in the UK and tend to take less care about their dietary
habits and fast foods.  Owing to our advertising campaigns, however, people change their
eating habits to safe and new home-cooked organic food.
Innovation has very positive effects to produce high profits on the quality and cost-efficiency
of every organization. Technology will improve consumers 'lives. Internet access has made
things for people more convenient. Users can order their homemade meals at their
appropriate place using the android application. We will regularly seek consumer reviews and
enhance the consistency of our brand using the latest technologies.
 Factor Opportunity Threat

We can make the service If we get a fair few bad

Political Hygiene popular by maintaining our reviews about the quality of
quality standards of the food our food, it will impact us
we provide drastically

We can provide different If we give away too much low

Economic Cost of Online Food kinds of deals by contracting cost service, it may impact our
with the cooks and then take financial structure
advantage in the long run

Socio-Cultural Delivery Service Our service can get popular as We have direct competition
we are providing home-made with those who provide
food online restaurant food online

Technological Using Technology for the We can make a mobile App crashes or web traffic can
purpose application or connect with affect our sales dearly
our customers over the web
COMPETITION WITH COMPETITORS
It is important to evaluate the competitors and their current strategies in detail before starting
a new company. In the initial stage, Dial4Meal would also incorporate the mix of our
competition's most appealing and consumer satisfaction approaches.

OUR KEY TO SUCCESS

 High-quality homemade food in tidy and good-looking containers and packaging.

 Reasonable rates for vendors and traders.

 Clean, delicious, healthy, and nourishing home-cooked food.

 Healthy and exciting packaging for working-class, patients, and individuals on a diet
to overcome their several nutrient deficits.

For finding out our place in the market and where our competitors stand, we did a little bit of
research. Our study is a descriptive research which is followed by a structured interview and
data collection followed by it.

A. Research Design
The data has been amassed by both primary and secondary sources
B. Sampling Design
Basic data dismantles knowledge collected by means of customer-based temperature
and perception monitoring using electronic food supply movement applications.
C. Research Strategy and Instrument
Discretionary information includes information obtained from the internet,
newspapers, and publications on various technologies, business models, places, etc.
COMPETITIVE ADVANTAGE
We have researched and analyzed our rivals to penetrate quickly into the market. Our
strategic advantage would be to use homemade meals that would be hygienic, and instead
customs people who are safe. Safety and wellness are the home-cooked meal and the latest
consumer experience. This product gives us a competitive advantage over competitors.

MARKET SEGMENTATION
We have made our market segment according to demographic segmentation by following
market research. We target customers by age, sex, income, and occupation in these
segmentation criteria. Our target customers range from 60% to 70% working-class people
and the remainder belongs to the different requirements. The target demographic consists of
men and women from all age groups, including people with different conditions.

TARGET MARKET
Our target market and population will be the individuals who prefer home-cooked food to
food from restaurants due to hygiene issues. The target audience will be very health
conscious and aware people. Special attention should also be paid to tastes and organic food
lovers. Our new company will also be focused on the people employed in gyms and fitness-
conscious women in London.   We will grow our business in the near future elsewhere in
London, and we will concentrate on the people in the other cities in the United Kingdom after
meeting the sales goals.
Conclusion
The more user-friendly technology has been and has the potential to have good service
customers; the trend is that people do not necessarily stick with new technologies, even
though they have other choices. The more customer-friendly it has become. The customer's
online repository opinion varies from person to person and the assertion is to some degree
limited by openness and the incorporation of online repository partnerships. In America and
the European region, food ordering from offices and distribution is increasingly rising. With
regard to the startup environment, it is an excellent opportunity to fulfill the need to feed
hungry mouths in the office untiringly. Creating a website with the above features for your
online ordering and distribution company would certainly make your launch in this food
technology industry field a great start. The interpretation of the consumer shifts in relation to
their actual feelings, as shown by various virtually similar characteristics and refinement. The
variable that affects most is delivery; the date of delivery that affects most is delivery. The
analysis integrated that respondents had to accurately schedule the kind of dinners that they
had mostly to organize, and they searched for the snack by dinner, irrespective of the
premise.
References
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Bloggingdotcom, 21 Jan. 2020, https://blogging.com/business-
ideas/#Our_25_Best_Business_Ideas.
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business.
3) “Here is a Brilliant Startup Idea of Online Office Food Ordering & Delivery
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startup-idea-online-office-food-ordering-delivery-business/
4) “It’s Not Just about Food: Food Delivery and Environment” The Bassiouni Group, 26
Oct 2018, http://bassiounigroup.com/its-not-just-about-food-food-delivery-and-
environment/
5) Nihal MP., and Vivek S. “Factors Which Influence the Consumers to Show Stickiness
Towards Online Food Delivering Provider”, vol. 8, no. 1, May 2019.